<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Analyzing this important relationship between corporate image on one side, and country image on the other side is an interesting and actual topic in the context of the increasing level of globalization. Although the subject was approached by place branding scholars and practitioners, there is still a high need for theoretical and empirical research. This documentary article focuses more on the concept of transfer of image, from corporation to country and from country to corporation, but seen from a new perspective, as a Blue Ocean Strategy. The paper will also show the importance of this relation that exists between corporate and country from the image perspective, by given concrete examples withdrawn from relevant literature. At the same time, based on a documentary study, key aspects will be analyzed in order to show the positive aspects generated by the relationship between corporation image and country image. In conclusions, it will be presented how this connection between corporate and country can be one of the best answers to globalization and how the positive transfer of image can be implemented as a Blue Ocean Strategy. The aim of this study is to convince scholars and practitioners to research more on this new topic, because a proactive approach in this field can help increasing tourism and encourage investment and exports.</p></abstract>

Analyzing this important relationship between corporate image on one side, and country image on the other side is an interesting and actual topic in the context of the increasing level of globalization. Although the subject was approached by place branding scholars and practitioners, there is still a high need for theoretical and empirical research. This documentary article focuses more on the concept of transfer of image, from corporation to country and from country to corporation, but seen from a new perspective, as a Blue Ocean Strategy. The paper will also show the importance of this relation that exists between corporate and country from the image perspective, by given concrete examples withdrawn from relevant literature. At the same time, based on a documentary study, key aspects will be analyzed in order to show the positive aspects generated by the relationship between corporation image and country image. In conclusions, it will be presented how this connection between corporate and country can be one of the best answers to globalization and how the positive transfer of image can be implemented as a Blue Ocean Strategy. The aim of this study is to convince scholars and practitioners to research more on this new topic, because a proactive approach in this field can help increasing tourism and encourage investment and exports.

Corporate and country image: a bilateral relationship

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Corporate and country image: a bilateral relationship"}

Analyzing this important relationship between corporate image on one side, and country image on the other side is an interesting and actual topic in the...

Corporate and country image: a bilateral relationship

Data publikacji: 15 cze 2018

Zakres stron: 45 - 53

DOI: https://doi.org/10.2478/picbe-2018-0006

Słowa kluczowe
blue ocean strategy, globalization, corporate image, nation branding, country image, country of origin

© 2018 Maria-Irina Ana, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Corporate and country image: a bilateral relationship

Data publikacji: 15 cze 2018

Zakres stron: 45 - 53

DOI: https://doi.org/10.2478/picbe-2018-0006

Słowa kluczoweblue ocean strategy, globalization, corporate image, nation branding, country image, country of origin

© 2018 Maria-Irina Ana, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Słowa kluczowe
blue ocean strategy, globalization, corporate image, nation branding, country image, country of origin